Silverpop expands into Australian marketplace

E-mail marketer Silverpop is expanding into Australia and New Zealand. The company has partnered with digital and CRM agency Engage Digital, which will be the authorized reseller of the Silverpop e-mail products.

“Australia is a logical market to expand into, because they have a very sophisticated bunch of marketers, but because it is a smaller market, they haven't had as much attention as other marketplaces,” said Angela Brohman, director, agency channel at Silverpop. “We are entering the marketplace with a partnership, similarly to how we entered the UK.”

This move is in line with Silverpop's European and Asian market expansion, a strategy it announced last month. It is being spearheaded by Will Schnabel, who was appointed to VP of international markets in May.

Silverpop does not have an office in Australia currently, but depending on the success of the new partnership, it may consider opening one. The firm opened an office in London in 2005, after its partnership with Digital Oxygen, a London-based interactive agency resulted in growth.

As ESPs expand globally, they are often faced with different deliverability rules in each region. To deal with this, Silverpop's deliverability team is researching the market and working on forming relationships with local ISPs.